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SBD Global/June 27, 2012/Marketing and Sponsorship

Brazil Boom Helps Corporate Hospitality Provider Ahead Of World Cup

Match Hospitality AG has already made $262M in sales for the 2014 World Cup in Brazil after paying FIFA just $150M for rights to the event, according to Tariq Panja of BLOOMBERG. Match Spokesperson Andreas Herren said, “Although international demand has exceeded our expectations for this early stage, not surprisingly almost 80% of sales to date have been to Brazilian companies or residents of Brazil.” Proske Sports Managing Dir Rene Proske, who is responsible for organizing Coca-Cola's hospitality at Euro 2012, said that Brazil’s "booming economy and passion for soccer" explain why revenue has been so good. Herren said that he expects "even more sales" as the tournament nears.  Proske: “It’s definitely sexier to say to a client ‘Come and join us at the World Cup in Brazil.’ With the football and the beaches I’m sure it will be fantastic." The demand for the World Cup "comes at a time when some events like the current European Championship in Poland and Ukraine have struggled to meet targets." The Euro 2012 is the "biggest tournament after the World Cup and the summer Olympics" but on the eve of the semifinal game between Spain and Portugal, UEFA's hospitality unit Club Prestige "still had availability for both semifinals and also the final in Kiev on July 1" (BLOOMBERG, 6/25).
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